市场营销简单题.docx

市场营销简单题1. The requirements for effective segmentation (有效细分的条件) p.224Measurable (可测量性): the size, purchasing power, and profiles of the segments can be measured.Accessible (可接近性): the market segments can be effectively reached and served.Substantial (规模大): the market segments are large or profitable enough to serve. Differentiable (可差别性): the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs. Actionable (可操作性): effective programs can be designed for attracting and serving the segments. 2. Product life cycle p.296Five distinct stages:1st. Product development (产品开发期)2nd. Introduction （介绍期）3rd. Growth （成长期）4th. Maturity （成熟期）5th. Decline （衰退期）PLC Applications:Product classhas the longest life cycleProduct formtends to have the standard PLC shapeBrandcan change quickly because of changing competitive attacks and responsesSometimes there are “lifecycles within a product life cycle”Styles (风格)a basic and distinctive mode of expression. Has a cycle showing several periods of renewed interest.Fashion (时尚)a popular style in a given field. Grows slowly, remains popular for a while, and declines slowly.Fad (热潮)a fashion that enters quickly, adopted quickly, and declines fast. May be a part of an otherwise normal life cycle.3. Marketing management philosophy p.331st. The production concept (生产观念)2nd. The product concept (产品观念)3rd. The selling concept (推销观念)4th. The marketing concept (营销观念)5th. The societal marketing concept (社会营销观念)社会，公司，消费者4. The stages in the buyer decisions process p.177Need recognition (确认需要) information search （搜索信息） evaluation of alternatives （评估备选方案） purchase decision （购买决策） post purchase behavior （购后行为）The buyer decision process for new products p.181Awareness （认知） interest （兴趣） evaluation （评价） trial （试用） adoption （采用）5. Identify attractive market segments and choose a target marketing strategy p.217STPsegmentation, target, positionSegmentation (市场细分)segmenting consumer marketsgeographic segmentation (地理细分), demographic segmentation （人口细分）, psychographic segmentation（心理细分）, behavioral segmentation（行为细分）segmenting business marketssegmenting international marketsgeographic location, economic factors, political and legal factors, cultural factorsTarget （目标市场）Evaluating market segmentssegment size and growth, segment structural attractiveness, company objectives and resourcesSelecting target segmentsundifferentiated (mass) marketing (无差异（大众）营销), differentiated (segmented) marketing (差异化（细分市场）营销), concentrated (niche) marketing（集中（缝隙）营销）, micromarketing (local or individual marketing)（微观营销（当地或个人营销）Choosing a target strategy factorscompany resources, product variability, products life-cycle stage, market variability, competitors marketing strategiesPosition （市场定位）Position maps p.233Choosing a differentiation and position strategya) Identifying possible competitive advantages (product, service, channel, people, image)b) Choosing right competitive advantageshow many differences to promote. (important, distinctive, superior, communicable, preemptive, affordable, profitable)c) Selecting an overall positioning strategymore for more (优质优价), more for the same（优质同价）, the same for less （同质低价）, less for much less （低质更低价）, more for less（优质低价） 6. The five major promotion tools p.426Advertisingbroadcast, print, Internet, outdoor特点：受众广，重复性高Sales promotiondiscounts, coupons, displays, demonstrations 特点：效果明显Personal sellingsales presentations, trade shows, incentive programs特点：互动及时Public relationspress releases, sponsorships, special events, web pages特点：可信度高Direct marketingcatalog, telemarketing, kiosks特点：实时，互动7. Any five of the major media types (strengths and weaknesses of each type) p.465Media Advantages LimitationsTelevisionGood mass-marketing coverage; low cost per exposure; combines sight, sound, and motion; appealing to the sensesHigh absolute costs; high clutter; fleeting exposure; less audience selectivelyThe Internet High selectively; low cost; immediately; interactive capabilitiesRelatively low impact; the audience controls exposureNewspapersFlexibility; timelines; good local market coverage; board acceptability; high believabilityShort life; poor reproduction quality; small pass-along audienceDirect mailHigh audience selectivity; flexibility; no ad competition within the same medium; allows personalizationRelatively high cost per exposure, “junk mail” imageMagazines High geographic and demographic selectivity; credibility and prestige; high-quality reproduction; long life and good pass-along readership Long ad purchase lead time; high cost; no guarantee of positionRadio Good local acceptance; high geographic and demographic selectivity; low costAudio only, fleeting exposure; low attention (“the half-heard” medium); fragmented audiencesOutdoor Flexibility; high repeat exposure; low cost; low message competition; good positional selectivityLittle audience selectivity; creative limitations8. How do channel members add value to a marketing system. P.363Producers use intermediaries because they create greater efficiency goods available to target markets.Intermediaries offers the firm more than it can achieve on its own through the intermediaries: contracts, experience, specialization, scale of operation.Channel members add value by bridging the major time,